Gameday was opened as a sporting goods store in Campustown in 1986, and is the Gameday Spirit is the only Official Fan Store of the Fighting Illini. We now operate as the premier Illini Spirit Shop on campus. Gameday is locally owned and operated by 3 Illinois alumni and fans, and are proud of our orange and blue heritage. Our focus is Illinois athletics. Our mission is to provide every Illini fan and alumni with the best value and selection of Illinois merchandise available.
In 2001, Gameday was awarded a multi-year contract to serve as the exclusive vendor of officially licensed merchandise for all University sports and special events. We are proud to serve the alumni and fans of University of Illinois as the premier Fighting Illini spirit store in the nation. Nike® is the exclusive supplier to all Fighting Illini teams, and Gameday Spirit features an official Nike Team Shop as a prominent part of its Campustown retail store.